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Impact of Mass Media in Pakistan on Social, Ethical Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158 IMPACT OF MASS MEDIA IN PAKISTAN ON SOCIAL, ETHICAL AND ECONOMIC GROUNDS Amaima Yawar Khan Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Amir Razi Assistant Professor, Lahore Business School, University of Lahore Email: [email protected] Rehan Mirza Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Saadia Mazhar Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Aisha Amjad Masters of Business and Administration,Lahore Business School, University of Lahore Email: [email protected] Umer shafique Masters of business and administration, Lahore Business School, University of Lahore Email: [email protected] Abstract The role of mass media in Pakistani society is tri-dimensional that is informing the public, educating the unknowledgeable and providing entertainment having both positive and negative impact on society and ethics. At the same time mass media has become an important sector of the economy. To find out the source of mass media entertainment in Pakistan, frequently accessed mass media content by different age groups and the current conditions, and practices in which mass media is used and exerts impact on people in Pakistan, a comprehensive questionnaire designed has been fielded for collection of factual information and Non probability convenience sampling has been adopted for this study. 200 respondents have been selected from different cities of Pakistan. It has been found that there is no association between age groups, source of mass media entertainment, frequently accessed media content and views of people regarding the impact of media on society and ethics. Introduction ion from last two decades. Some studies According to oxford dictionary, the action conducted by UNDP show that there is a of providing or being provided with direct relationship between socio amusement or enjoyment is entertainment. economic development of the country and Now- a- days in a tough routine life, the level of development of its mass people need to release pressure off their media. The media relationship with the shoulders. The basic reason behind society is both reflexive the mass media entertainment is to relax and to gain simultaneously affects and affected by energy to work more efficiently and mass society. Media is more powerful than effectively. There are seven types of mass nuclear devices, said Jawad Jabbar Ex. media, i.e. Print (books, pamphlets, employee PEMRA. Scope of Electronic newspapers, magazines, etc.) from the late media is larger than print or social media, 1400s, Recordings (records, tapes, as its audience even includes illiterate cassettes, cartridges, CD's, DVD's) from people. the late 1800s, Cinema from about 1900, Radio from about 1910, Television from The Pakistan Broadcasting about 1950, Internet from about 1990, Corporation, popularly called Radio mobile phones from about 2000. Mass Pakistan came into being as Pakistan media has emerged as a huge source of Broadcasting Service on 14 August 1947 entertainment and specially informat when Pakistan emerged on the world map IJER | MAY - JUNE 2013 1 Available [email protected] Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158 as a new country. At independence Mass Media has become a major sector of Pakistan possessed three radio stations economy over the last 15 years. The media at Dhaka (established in in fact is providing support to all sectors of 1939), Lahore (1937) economy and development in terms of and Peshawar (1936) and it is the result of connectivity. It is a major vehicle for tremendous growth of mass media that , sharing information on diverse areas of there are at least 106 licensed FM radio intervention. station and a countless illegal FM stations mostly operated by various madrassas. On Objectives Of The Study November 26, 1964 the first official 1. What is the source of mass media television station commenced entertainment of Pakistani population transmission broadcasts from according to age group? Lahore, followed by Dhaka in 1965 (then 2. Which media content is frequently the capital of East Pakistan). A third center accessed by different age groups? was established in Rawalpindi- 3. What is the impact of mass media in Islamabad in1965 and the fourth in Pakistan on social and economic and Karachi in 1966. Later centers ethical grounds? in Peshawar and Quetta were established 4. What are the views and opinions of by 1974. We now have 90 TV channels different age groups regarding the impact besides 28 foreign channels vying for of mass media in Pakistan? Pakistani audience. The Internet in Pakistan has been Literature Review available since the early 1990s and Akbar, M.W. (2009). Media and according to statistics of ITU 10.4% of the transmission of culture are interrelated population (as of June 2009) is using factors. Media is a strong carrier of internet in Pakistan. Reportedly, there are cultural values and norms. American over 20 million internet users and three media has upper hand on rest of the world million bloggers in Pakistan. With over therefore Muslim countries should protect four million Pakistani users on Facebook, culture from foreign invasion. The must be Pakistan is ranked 26th in the world. The an advisory committee of scholars, media internet and mobile penetration rates in the experts, ulemas, and professors of media country are 23.42% and 60.4% studies who will make laws to defend the respectively. Considering these statistics, negative effects of media. Islamic values technology and ultimately, social media must be advertise and develop through can shape the future of the country. media. Vulgar songs, the usury, interest, music must be forbidden on media. Psychologically, mass media is the need of every individual. Impact of mass media Khan, A.N., Khalid, S., Khan, H.I. and may be positive or negative on social, Jabeen, M. (2011). It is impossible to economic and ethical grounds, because it escape pervading influence of mass media. depends on the mentality of the content A large proportion of individuals had high creator that what message he is delivering amounts of media exposure more in men to the audience, and also on the mentality than in women. In developing country like of the audience, that what type of mindset Pakistan high media exposure has a does each individual have. Media statistically significant negative effect on information should be true and should not body image dissatisfaction of young be moral less. Everything should be university students. according to Islam and should not cross Akbar, M.W., Raza, R.R., Numan, W.D., those limits which ALLAH has set in Zai, N.A. (2013).Media organizations are Quran and Hadith. razors sharpened at both ends having IJER | MAY - JUNE 2013 2 Available [email protected] Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158 baneful effect on the audience. It is of Pakistani people. The major constraint necessary to formulate a code of ethics for and limitation of media are personal mass media. Media should refrain from interest, corruption, political affiliations causing damage to reputation of a person and monetary benefits and due to these or institution. Media professionals should constraints Pakistani media is more like abide by the principles of ethics in agenda following than agenda setting. performing their duties. Mass media is a double edged sword of any society having Method and Procedure of the Study both positive as well as negative effects Nature of the Study depending on the contents. The nature of the study is descriptive. It Sabir, M. (2011). The impact of Pakistani involves collection of data, testing media is wholesome on governance, hypothesis, answering of key questions politics, socioeconomic operations, relating to social, cultural, ethical and education and even religion. The media is economic issues. This type of research is powerful enough to manipulate the public concerned with conditions that exist, opinion and behavior and after the practices that prevail, point of views or induction of private T.V channels free of attitudes that are held, effects that are felt total government control, a phenomenal and trends that are emerging. transformation is insight resulting in powerful media impact on the public Sampling Technique and opinion. The ongoing scenario has been far Characteristics of Sample away from the norms and the principles of Non probability convenience sampling has a responsible journalism and necessitates been adopted for this study. 200 the need for appropriate capacity building respondents have been selected from of the editors and the anchor-persons. different cities of Pakistan to provide requisite information on questionnaire, Akhtar, W., Abbasi, A.S., Umer, S. designed for this purpose. (2011).This article is about the lack of ethics involved in advertisement Tools of Collection of Data campaigns in Pakistan, which conflict with (Questionnaire) the Islamic Shariah, and the discomfort of A comprehensive questionnaire designed customers or consumers who view or read has been fielded for collection of factual or hear about advertisement campaigns information about the current conditions, that show nudity and sexist images to the and practices in which mass media is used public and portray negative messages. and exerts impact on people in Pakistan. Cultural norms and values of society play an important role in shaping the attitudes Hypothesis: of its people. Organizations that are H1: There is no association between age making use of indecent language, nudity in group and source of mass media content. advertisements for marketing their H2: There is no association between age products in Pakistan are creating group and frequently accessed mass media offensiveness in the minds of consumers content.
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